Measuring the effect of brand equity on the consumers' purchase intention

The purpose of this study is to intend and analyse a model to better understand brand equity. It will help in investigating the effects of overall brand equity and to find out the main drivers of overall brand equity. Analysis will be done using structural equation modelling (SEM). Measurement invariance and stability of the model across the product wheat flour, which is widely available and well-known to Indian consumers, will be tested in the process. Building brand equity will help in generating more value for producers since a more favourable consumer response results from positive brand equity. The result will provide producers with useful insights into brand building. This research case study carried out with support of field survey and subsequent analysis with the help of proven statistical tools will enrich the brand equity literature by empirically examining the relationships among consumer-based brand equity dimensions and its effects on consumers' response.